“It Suggests the Future”: 1979 Buick Riviera brochure

It was reported that some Buick executives called the new-for-1979 Riviera “the best Buick ever,” so proud were they of the flagship coupe’s deft blend of advanced engineering and crisply traditional style. This car replaced the last of the large (“B” body, in 1977-’78) Rivieras, and was built on the “E”-body (think Eldorado and Toronado) platform, which signaled major changes: front wheel-drive and fully independent suspensions.

If you’d visited your friendly local neighborhood Buick dealer in 1979, you could have come home with this small, 20-page brochure -its cover embossed with “The Free Spirit Hawk”- designed to inform and excite the potential Riviera buyer. You’d be teased with this luxury car’s “elegant, even arrogant, formal lines and impeccable interior trappings,” and learn that “it contains a remarkable amount of technical prowess.” What it didn’t include much of was technical details (power ratings were likely, in Rolls-Royce terms, deemed “adequate”).

It also came with an insert that noted that the available V-8 engine had been engineered and built, not by Buick, but by GM’s Oldsmobile Division (gasp!).

Regardless, the new Riviera retained the traditional body-on-perimeter frame construction, but it contained a lot of fresh thinking, including a torsion bar front/coil spring rear suspension, an available 185-hp turbocharged 3.8-liter/231-cu.in V-6 engine (or 160-hp 5.7-liter/350-cu.in. V-8), and the option of selecting the sporty, bucket seat-equipped S Type model, which was a nod back to the performance-tuned GSs of old.

Of course, personal comfort was the name of Riviera’s game, and along those lines, even the thriftiest buyers received a six-way power driver’s seat, power windows and door locks, air conditioning, remote control exterior mirrors and more. The available equipment list was even longer, and included four-wheel disc brakes (replacing rear drums), leather-and-vinyl-upholstered seating, automatic A/C, the Trip Monitor digital gauge readout, CB/8-track stereo player, a vinyl top, and Astroroof sliding glass sunroof.

Despite the steepest pricing ($10,111/$10,388 for Riviera/S Type, or roughly $33,927/$34,856 in 2017 dollars) in that year’s Buick Motor Division lineup, this car was a hit with critics and buyers alike, and the S Type actually earned Motor Trend‘s 1979 Car of the Year award. Sales were strong, with buyers choosing 37,881 Rivieras and 14,300 Riviera S Types. Twenty percent of buyers chose the new-age turbo V-6 engine, too.

Have you ever driven a ’79 Riviera? How about a car with Buick’s 3.8-liter Turbo?

Andysays:

April 5, 2017 3:55 pm

Steve Sobczaksays:

April 6, 2017 3:17 pm

General Motors actually built some really good cars in the late 1970s and early 1980s. No brutally fast muscle cars, but good all-around vehicles that offered Americans an excellent blend of comfort, reliability and fuel economy in a wide range of models.

goatwgnsays:

April 6, 2017 8:05 pm

People keep “parroting” this term because they aren’t familiar with these cars. The ’70s American cars rode very well, were comfortable, and had style. You didn’t need a team of mechanics to fix them, and were reliable when cared for. The had decent acceleration, and handled better then their fore bearers.

Larrysays:

April 6, 2017 8:20 pm

John C Cargillsays:

April 5, 2017 4:06 pm

I worked at a Buick dealer from 76 to* 83 I must say that it being said that it was the Malaise era. And the cars had to be judged according to the times. The 1979 Riviera was a great deal better than most cars offered elsewhere at the time. I drove one on the night before the introduction and It was the owner’s new one. It was what Buick called a Select 60 car. Meaning the top 60 dealers each got one. Actually we got two because our dealership was owned by twins. If I could find a nice one today at the right price I would buy it. The early turbos had cold starting problems because of intake design, but they fixed that. Certainly a better performer than the later Eldos with the HT 4100.

Stainsey Stainselstesays:

April 5, 2017 5:38 pm

Intrigued by how, for a few years, Buick seemed to commandeer old Cadillac steering wheel styles for its luxury models…the Riv got the ’77-78 Cad steering wheel, and some ’77 Electras got the ’74-76 Cad wheel?

Curious to know if anybody know why/how this came to be. I get that it was probably a cheap and easy way to change styles since the designs were already paid for; but GM was flush with money back then and the other divisions didn’t do this. All I can guess is that it might’ve been a useful selling point to Buick car salesmen, who could boast to their eager customers that their cars came with a little Cadillac style in them.

ROBsays:

April 5, 2017 5:59 pm

I owned a 79 Riviera with almost all the options, had the 350 4bbl, which I believe was an Oldsmobile power plant. The car was probably the best car I ever owned. I never had any major problems with it, the only major problem was the reverse gearing going, which I think the garage caused. It handled well, was quiet, comfortable, and a very good looking car. Everything else worked still just before it was stolen in 1997 and trashed
I would have kept it and restored it , but unfortunately lack of funds .
🙁

goatwgnsays:

April 6, 2017 8:11 pm

The Oldsmobile 350, even in it’s “lightweight casting” 1977-1980 form, was not a “negative” here. It was arguably better than the Buick powerplants at that time. Buick V8 and V6 engines of the time had the timing cover mounted oiling system, which did not withstand neglect like the Olds, Pontiac and Chevrolet oiling systems could. (They were fine if you kept up with oil changes.).

SuperCommandosays:

April 5, 2017 6:22 pm

No doubt this Riv was a comfortable car to drive and ride in. However it is emblematic of my feeling of cars at the time – I was a child of the 60’s, and the industry-wide conversion to rubber-bumpered/transverse V6 or I4/FWD conveyances killed off my new car model year excitement completely. for a couple decades I had no interest in following the industry, and it wasn’t renewed until the revival of some real excitement in the early to mid-aughts. For as much as the industry touted FWD as the second coming, it really was just for the ease and cost reduction in assembly packaging for the manufacturer. I did like the 60’s Toronado and Eldo tho…def not an exercise in cost reduction.

Raysays:

April 5, 2017 7:31 pm

jaymessays:

April 5, 2017 8:46 pm

2packs4suresays:

April 5, 2017 9:30 pm

What’s a “Buick Rivera” ? 🙂
I drove a new 82′ Riviera in 82′ and it was quiet, solid, SLOW, had great air conditioning, and a weird vagueness in the steering that ruined it for me.
It was heavy (to me) and vague and I was used to Fords (77′ LTD) which were very light and vague.
If it’s gonna be vague make it lite!
25 years later I drove a primo 84′ low mile Toranado with the diesel and it felt exactly the same except LOUDER.

Daniel Strohlsays:

April 6, 2017 7:55 am

George Allegrezzasays:

April 6, 2017 10:35 am

Interesting. I remember (and it’s been 35 years) the Riv having nice, accurate steering (again in the context of the day). Of course, a lot of my remembrances could be down to tires, weather, nostalgia, etc.

rddsays:

April 7, 2017 7:57 am

George Allegrezzasays:

April 5, 2017 9:42 pm

I spent more than a little time in a 1980 V-8 Riviera, both as a passenger and driver, and I can say it was a pretty nice way to get around, in the context of the period. As John notes, the bar was pretty low in the Malaise era, but it was comfortable, handled decently, and as I remember, pretty well-built for its time. I’d definitely enjoy having one today, although as much as I like turbocharged cars, that non-intercooled Buick engine might be more than a bit fiddly without a lot of attention.

GCRsays:

April 6, 2017 1:34 am

P Covellosays:

April 6, 2017 12:07 pm

Right, those were nice cars …… In the fall of 1978 , I ordered a new 79′ Olds Delta 88 Holiday Coupe with the buckets/console, 2 spoke sport steering wheel , dual remote sport mirrors , AND NO VINYL TOP – it was a Really sharp looking car – and for the times , pretty quick off the line with the 350 4bbl Olds built engine…… never had any problems in the 3 years I owned it, and when I sold it to a private party , I got a decent price because the car was so unusual being full size w/ buckets-console. ( oh and it had the ‘Olds Rally wheels’ that were painted to match the car ….. not those ugly hubcaps that came standard. ) Wish I still had that car ………. bought a 81′ Turbo TransAm next …. White ,factory T-tops ( that never leaked ), Red Deluxe cloth interior, AND NO CHICKEN on the hood ! Lots of trouble w/ re-starting the car when the engine was hot…….. the technology was just not perfected , at least not on my car ……. but a sharp looking car, and my teenage son asks -” why didn’t you keep it ? ” ………….. I know, I know ……………

gottacooksays:

April 6, 2017 1:40 am

Except for one small photo of the landau option, all the photos in the brochure show an example without a vinyl roof. This represented a major change in aesthetics. For most of the ’70s and even the late ’60s, very few Rivieras were seen without some sort of vinyl roof treatment.

Mike L Rileysays:

April 6, 2017 9:28 am

dukeisdukesays:

April 6, 2017 9:45 am

What’s the little black box in Photo 14, with the link coming down from it? It looks like the link hooks to the semi-trailing arm. If I didn’t know any better, I’d think it was a level sensor, part of a self-leveling rear suspension – but the options list doesn’t mention one.

Trey Bossonsays:

April 6, 2017 9:45 am

Patrick Curransays:

April 6, 2017 9:54 am

These cars sold very well for Buick. The last year for this iteration, 1985, was a high water mark for Riviera sales with 65,305 units sold. It was a good car for the era in which it was built. The only nod to the original design was the “coke bottle” side profile. There was nothing under the hood that even remotely hinted to the performance of the first and second generation cars. The Feds were cracking down on the industry so you can’t blame GM for that.
The cars rode well and handling was a bit better with the S and T Types. If you like these cars and V8’s, the 350 is the way to go. The 307’s were a bit leisurely when it came to acceleration but again, acceptable for the times in which they were made. They were far better though than the HT 4100V8 that Cadillac was selling at the time.

Bruce T.says:

April 6, 2017 10:01 am

I think “performance” was kind of a dirty word in those days because most thought that it meant poor fuel economy. The gas shortages and rising prices were on everyone’s mind. It was more about personal luxury.

Howiesays:

April 6, 2017 10:47 am

Brian Danielssays:

April 6, 2017 11:02 am

Oddly enough, there are two local and somewhat ratty examples, that I see quite often. So odd to not have seen one of these in years and suddenly there are two out and about. I recall perceiving these as large cars but compared to any of the prevalent SUVs and pickups, it’s surprising how small they are. I didn’t care for the styling back in the day but it has grown on me. I wouldn’t mind a clean V8 example. Not touching the turbo or the diesel with a ten foot stick. Not even someone else’s ten foot stick.

Timsays:

April 6, 2017 11:07 am

My grandfather was a Buick man from the 1950’s (first Buick was a ’50 Special) to the last one which was a ’78 Riviera. He switched to Lincoln after that when he started working for Ford. The main reason he bought the ’78 Riviera was because he heard that the ’79 was switching to front wheel drive (the car shown above). I believe the ’78 might have been one of the last ones built because he bought it very late in the model year. It was a nice car, I remember the clock on the passenger side dashboard. I remember the silver backed instrumentation which was very nice for the time period. Buick was a step above even in the malaise era.

dave leadersays:

April 6, 2017 11:51 am

John C. Kovalosays:

April 6, 2017 12:03 pm

“It suggests Malaise” and has none of the rakish dash of the earlier models [which you STILL see on the road around these parts, always immaculate, freshly washed, and with nary a rust spot to be seen] nor the graceful simplicity of the mid-90s models.

Jason Herringsays:

April 6, 2017 12:39 pm

Brian Schultzsays:

April 6, 2017 2:29 pm

These things were do dang popular. They were everywhere. Eldorado, Riviera, Toronado. My father bought a new Toronado in 1982 and it was sweet. I wanted it badly. Charcoal gray with dove gray half-roof and dove grey interior and the woodgrained dash looked very expensive. It was nice. He sold it eight or nine years later but not to me because he didn’t think it was in very good condition. He was wrong, but it was gone. It was classy.

Tony Buglionesays:

April 6, 2017 10:56 pm

I was in my first few years as a Buick dealer parts counterman when these cars came out.The first year or so’s worth of these weren’t too bad but it was a few years later (when the put the overdrive transmission in them) when they got truly awful. Those cars leaked EVERYTHING! Air leaks around the frameless window seals, fuel leaked through the vapor canister control valve on the Olds engine V-8 cars and caused a no start, the rear main seals leaked oil on the Buick engine cars( never did fix that), the head gaskets leaked on the 4.1 V-6 cars( after three tries GM gave up and recommended using aftermarket FelPro gaskets),the trans chain case gaskets leaked on the early overdive equipped cars, the Hydro Boost units on the Turbo cars were always junk, and the 4.1 engine cars had to have a vacuum pump added to give adequate vacuum for the power brakes after frightening the first batch of owners with high pedal effort.
I recall looking out at the service department one day in the mid 80s and fully one half of the shop had Rivieras in various states of disassembly in it. This was during one of the times when salesmen were encouraged to give prospects a tour of the dealership facilities. I asked the sales manager what he would do with a scene like that with a prospective Riviera buyer. He said something to the effect that they would rush them through the shop or not bring them through the back shop at all.
I shiver when I see these E cars offered for sale now like they’re some wonderful car. Familiarity breeds contempt, I guess

Steve Sobczaksays:

April 6, 2017 3:20 pm

Ron Portersays:

April 6, 2017 4:11 pm

This is my car! Same color S Type that I bought in 79! I was a GM salary employee, so I bought a car every year. Had a nice 78 Z28 4-speed that I sold, and bought the 79 Riv. Not near as quick but it handled well for what it was. I let my folks borrow it for a vacation, and they loved it.

Resale in 80 was lousy, with the down economy. Plus I bought a new house, so I downsized to an 80 Citation V6 4-speed coupe. Missed the Riv at that point!

Kevinatorsays:

April 7, 2017 7:12 pm

Ah, the Citation. Noone ever mentions those anymore. I know why. I used to have to work on my girlfriend’s. It just seemed like it was thrown together in a desperate attempt to come up with a modern compact on the cheap. Will they ever become collectible? This Riv was a dream compared to one of those.

DSRQ1says:

April 6, 2017 4:47 pm

Before it was a thing, my step-dad used to get a huge kick out of “rolling coal,” i.e., blowing larges plumes of black smoke at unsuspecting innocents from the exhaust of his 1979 Toronado diesel, which was the platform mate to the Riv shown here. The sight of pedestrians and bicyclists shaking their fists at him in his rear view mirror as he drove away amused him greatly. Alas, the Toro was a short-lived form of entertainment for him as it suffered major mechanical failure and was traded for a humble Cutlass.

ian jaysays:

April 6, 2017 9:05 pm

Loved the slightly ratty Riviera convertible in La La Land. Even on a definite downward spiral (complete with exhaust leak), it still had class. By the end of the movie, Ryan had moved up to a similar Eldorado convertible of the same generation. I’ve never really liked any Riviera since about 1967, but I wouldn’t turn one down if they were giving them away.

George Allegrezzasays:

April 7, 2017 8:21 am

Clonedsporksays:

May 7, 2017 10:33 pm

I wanted to buy an 84 model in the late 80s. It had 30 thousand miles on it and drove perfectly. I made the mistake of talking to the previous owners and quickly lost interest by hearing about their shop experiences. LaLa Land made me remember how great of a car I thought it was.

Darrin Ksays:

April 6, 2017 10:21 pm

Yes my parents bought one new a burgundy S-type , and it became the car I would take my driving test in. I have fond memories of taking it out after I got my license and giving it the beans just to watch the turbo lights come on.

Jon Wizsays:

April 6, 2017 11:06 pm

I used to build them! The Riviera was built at GM’s Linden Assembly Plant in New Jersey along with the Cadillac Eldorado and Seville and Olds Toronado. I know the cars were downsized, but I really liked the body style.

John Bsays:

April 7, 2017 5:38 pm

Dwight Neislersays:

April 8, 2017 10:09 am

I had a used 1979 Riviera v8, wonderfully comfortable and smooth cruiser. Reminded me of a Bentley. I had owned a 1967 Eldorado prior to the Rivy, much preferred the Buick. I’m looking for a 1966 Toronado, prettiest of all those earlier FWD cars.

rider79says:

April 26, 2017 9:05 pm

Nice looking car, but (despite coming from a “Buick family”) I always preferred the squared-off, formal styling of the 1979 Eldorado.

A couple of years ago, a nearby small-town dealer had a white Riviera convertible, with the turbo V6, for sale; it had under 100,000 miles, and appeared to be in great shape. Took him a while to sell it, though.

May 5, 2017 10:28 pm

Lee Housesays:

June 6, 2017 12:01 am

There has been no mention about front wheel drive or rear wheel drive. I have always been curious but never did the research to find out, whether this Buick Riviera had the FWD that was a new feature in the Toronado and the Eldorado. Having the same platform or chassis makes it more of a mystery to me.